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To a point: However, the ice cream isn't quite guilt free, with the new flavors ranging from 560-640 per pint in comparison to Halo Top's under-400-calorie types

Putting it across: The brand also opts to display the calories on the containers by the half-cup serving so as not to encourage eating the whole pint at once

Additionally, while Halo Top emphasizes the low-calorie count of the full pint on the front of the container, the new Ben & Jerry's light pints list the calorie count for a half-cup serving.

The reasoning behind this, explained Dena Wimette, senior innovation manager at Ben & Jerry’s, is that the brand does not want to encourage customers to eat the whole pint in one sitting.

This idea is a far cry from the ethos of Halo Top, with each lid of the ice cream covering a gold foil that reads: 'Stop when you hit the bottom' or 'Save the bowl.'

'We’ve heard some of our fans say they can’t trust themselves with a pint of Ben & Jerry’s in their freezer and we wanted to make something that has all the delicious chunks and swirls they love with a little less guilt,' Wimette said.

Tip top: Halo Top has rocketed to fame over the past year, and has even released vegan versions of its popular flavors

Real scoop: The company promises that the Moo-phoria line will contain 'the same amount of chunks and swirls as our regular ice creams'

'It is a popular trend to have a variety of [nutritional] options for ice cream eaters, our fans are asking or it, and we’re happy to oblige.'

She also promised that the Moo-phoria flavors boast 'the same amount of chunks and swirls as our regular ice creams.'

If the new line proves to be a hit, the brand has plans to expand it to include more flavors.

As Halo Top rose to top-selling prominence, Ben & Jerry's was beaten to this particular trend by fellow Unilever-owned brand Breyers, who released their own line of 330-calories-or-less pints last year.